china mobile e-commerce report jan-may
TRANSCRIPT
Introduction
Research Subject: China mobile Internet users
Data Source: TrustData big data sample from 30 million monthly active users
Data Collecting Period: Jan-May 2015
Notes:
• DAU - Daily Active users• MAU – Monthly active users• Monthly Coverage - % of Monthly active users of App to total number of mobile Internet users• % Loyal Daily Users – Users using App for avg. 3 Mins+ per use per day/number of daily users• Fast Company – Apps with fastest DAU growth
1. E-commerce MAU Reached 352M Yuan in May 2015, 50%+ Users are Women
% of Genderin E-commerce Market
Female Male
2. Number of E-commerce Market Users Stablilized with DAU Over 100M
E-commerce Market DAU (Unit: 10k)
• E-commerce market includes e-marketplaces, vertical e-commerce, group purchase and takeout• The dip around Feb is due to the Chinese New Year
3. Taobao Monthly Coverage > 6 Other E-commerce Sites CombinedTa
oba.
com
Mei
tuan
.com
J D.o
mVi
p.co
mTm
all.c
omDia
npin
g.co
mm
uogu
jie.c
omW
ocha
cha.
com
Mei
lishu
o.co
mJ u
mei
.com
Nuo
mi.c
omV.v
dian
.com
Zhe
800.
com
Mi.com
0yua
nmai
l.com
Miz
he.c
omYh
d.co
mVm
all.c
om
Wor
k.ta
obao
.com
Suni
ng.c
om
E-commerce Monthly Coverage Top 20
4. Taobao.com and Work.taobao.com Have the Highest User Stickiness
E-commerce DAU/MAU Top 20
Taob
a.co
m
Mei
tuan
.com
J D.o
m
Vip.
com
Tmal
l.com
Dia
npin
g.co
m
muo
gujie
.com
Woc
hach
a.co
m
Mei
lishu
o.co
m
J um
ei.c
om
Nuo
mi.c
om
V.v
dian
.com
Zhe
800.
com
Mi.com
0yua
nmai
l.com
Miz
he.c
om
Yhd.
com
Vm
all.c
om
Wor
k.ta
obao
.com
Suni
ng.c
om
• Mi.com and Vmall have entered top 20 but are yet to increase user stickiness• Work.taobao.com is a Taobao merchant app
5. V.vdian.com Does Better on MAU, but only Half That of Work.taobao.com
V.vdian.com DAU/Work.taobao.com DAU Monthly Active User (Unit: 10k)
Monthly Active User
Wor
k.ta
obao
.com
V.vdi
an.com
6. Taobao.com and Vip.com Have the Best User Quality
Number of Daily Loyal Visitor Top 20
Taob
a.co
m
Mei
tuan
.com
J D.o
m
Vip.
com
Tmal
l.com
Dia
npin
g.co
m
muo
gujie
.com
Woc
hach
a.co
m
Mei
lishu
o.co
m
J um
ei.c
om
Nuo
mi.c
om
V.v
dian
.com
Zhe
800.
com
Mi.com
0yua
nmai
l.com
Miz
he.c
om
Yhd.
com
Vm
all.c
om
Wor
k.ta
obao
.com
Suni
ng.c
om
• Daily Visits from Meilishuo.com, V.vdian.com, Vmall.com, Mi.com and Wochacha.com loyal visitors are less than 50%
• % of daily loyal visitors: Users visiting more than Avg. 3 mins. per visit per day/Total daily visitors
8. Jumei Promotion Campaign Worked Well
Jumei.com DAU (Unit: 10k)
• March 1 - Jumei.com 5 anniversary promotion• May 20 – Jumei.com maternity and baby “Haitao” (Purchased from overseas) promotion
9. Vip.com Did Less Promotion Compared with April 2015
Vip.com DAU (Unit: 10k)
• March 8 - Vip.com promotion• March 15 - Negative news on CCTV• April 19 - Vip.com global promotion• May 20 - Vip.com promotion
10. Tmall.com Users Decreased, Equaling 1/20 That of Taobao.com in May
• Taobao.com DAU stabilized before May• Tmall.com sent out more “red packets” than Taobao.com during the Chinese New Year
11. Live & Fresh Food, Haitao and Maternity & Baby Grew Fast, Live & Fresh E-commerce Beekquick.cn Achieved 30X Growth
Beequick.cn
Momoso.com
52shangou.com
Mengbaby.com
Kaola.com
Dianyadian.comMiyabaobei.com
Benlai.com
Xiaohongshu.com
Mishi.cnE-commerce Jan - May Fast Company
12. Meituan.com Tops Group Purchasing, Monthly Coverage 3.2X Dianping.com
Meituan.com Dianping.com Nuomi.com 55tuan.com Lashou.com
Monthly coverage for top group purchase
13. Meituan.com and Ele.me Tops Takeout Market, Followed by Waimai.baidu.com and Dd.taobao.com
Meituan.com Ele.me Waimai.baidu.com Dd.taobao.com4008823823.comDaojia.com.cn
Monthly coverage for top takeout
14. Beijing Took 10% Takeaway Market, Followed by Shanghai, Nanjing and Hangzhou
Bei
jing
Shan
ghai
Nan
jing
Han
gzho
uGua
ngzh
ouHae
rbin
Tian
jinQ
ingd
aoCh
engd
uSh
enya
ng
Wuh
anCh
angc
hun
Xi’a
nCh
ongq
ing
Monthly coverage for top takeout
15. Ele.me Led in Beijing and Shanghai, Meituan Performed Better in Other Cities
Beijing Shanghai Nanjing
Meituan.com
Ele.me
Waimai.b
aidu.com
Daojia.com
Top takeout cities DAU
Maternity and Baby E-commerce
• Unlike traditional e-commerce, merchants selling maternity and baby products can manage user demand by predicting future demand based on users’ past purchase.
• This market is very competitive with every e-commerce marketplace launching its own maternity and baby section, which led to vertical e-commerce specializing in this sector.
16. Beibei.com Led the Market with More Monthly Coverage Than the Next 4 Combined
Monthly coverage for top maternity and baby e-commerce
Beibei.com Q.mama.cn Lamabang.com Mengbaby.com Miyabaobei.com
“Haitao” (Buying from Overseas)
• Haitao market is huge. 100M overseas visits were made in 2014 with average shopping spend of 2,000Yuan. The total market size is 200B Yuan.
• During the first 5 months of 2015, existing and new e-commerce companies started to deploy “Haitao” strategy. Jumei.com launched duty-free store and Xiaohongshu.com have increased its customer base rapidly. However no clear market leader emerged.
• Net-a-porter and Shopbop entered China, both being popular among overseas returnees.
17. Xiaohongshu.com Led “Haitao” MarketXi
aoho
ngsh
u.co
m
Met
ao.c
omHi
go.m
eilis
huo.
com
Ymat
ou.c
om
Shih
uo.c
nM
omos
o.co
m
Wei
dian
.com
Kaol
a.co
m
Haim
i.com
Monthly coverage fro top “Haitao” app
18. Taqu Led Sex Toy Market with Monthly Coverage 3.7X Chunshuitang
Monthly coverage for top sex toy app
Taqu
.cn
Chun
shui
tang
Wei
duod
uo.c
om
Jiaox
iu
19. Live & Fresh Food Market Grew Fast, Beequick.com and 52shangou.com Gaining Lead over Traditional Players
Monthly coverage for top live & fresh food e-commerce
Beeq
uick
.com
52sh
ango
u.co
m
Wom
ai.c
om
Sfbe
st.c
omFr
uitd
ay.c
omDi
anya
dian
.com
Mishi
.cn
Benl
ai.c
omDa
ojia
.jd.c
om
Yigu
o.co
m
20. Beijing Takes Nearly 40% Live & Fresh Food Market, More than Guangzhou, Shanghai and Tianjin Combined
Beijing
Monthly coverage for top live & fresh food e-commerce
Guangzhou Shanghai Tianjin Shenzhen
21. Beequick Led in Beijing, 51shangou.com Dominated Guangzhou and Shanghai
Beijing Guangzhou Shanghai
Beeq
uick
.com
52sh
ango
u.co
m
Wom
ai.c
om
Sfbe
st.c
om
Monthly coverage for top live & fresh food app
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